Baldwin County Public Schools came to us with the launch of a new high school at which students could earn college credit while learning valuable job skills with hands-on experience. Knowing it was important to emphasize academic rigor to offset stereotypes of trade programs, we branded the new school as a preparatory program that would keep a student’s options open for both college and career. When we advertised the first enrollment period, there was only one problem: the flood of response crashed the school system’s server.
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